American Eagle is facing backlash for its back-to-school marketing campaign featuring Sydney Sweeney, which aimed for broad appeal but missed meaningful connections. The campaign, which included a wordplay slogan, has been criticized for promoting potentially racist ideals and having sexual undertones. Marketers are wrestling with how to resonate with budget-conscious consumers, particularly Gen Z and Gen Alpha, amid a challenging retail environment. Social media is increasingly important for driving both engagement and foot traffic as brands adapt to these dynamics.
American Eagle's marketing campaign featuring Sydney Sweeney highlights challenges in effectively communicating with a diverse audience, as backlash arises over perceived racist and sexual undertones.
In the competitive back-to-school retail landscape, brands are focusing on cost, value, and social media engagement to connect with Gen Z and the upcoming Gen Alpha.
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